Workshop on Advanced Digital Marketing

Program Overview:

Modern-day digital marketers are expected to be competent in a host of skills, including analytics, copy-writing, creative direction, sales, digital media, and more. This workshop on advanced Digital Marketing will help participants demonstrates advanced concepts and techniques in digital marketing. They will be able to close the skills gap and make them relevant in a changing market. Participants will utilize a variety of case studies and exercises to develop the essential skills needed to create and implement advanced digital and social media strategies.

Topics covered include conversion tracking on social media, Conversion Rate Optimization (CRO), advanced search engine optimization (SEO) techniques, utilizing AdRoll, and influencer and affiliate marketing.

FOR WHOM:

This program is designed for digital, sales, marketing and media professionals; as well as webmaster, web developers, key managers and any business persons with previous experience in digital and social media marketing who are seeking to take their digital skills to the next level.

LEARNING OBJECTIVES:

At the end of the course, participants will be able to:

*          utilize advanced advertising techniques on popular social media platforms;

*          setup conversion tracking on social media and Google AdWords;

*          use advanced advertising features in Google Paid Search;

*          recognize and use advanced SEO techniques to rank on top positions;

*          explain CRO to improve conversions; and

*          employ powerful display retargeting techniques using AdRoll.

COURSE OUTLINE:

Day 1: The pillars of Conversion Rate Optimization (CRO)

• Strategies for advanced digital marketers
• Introduction to CRO
• From reach to conversion: Key metrics on the path to conversion
• The fundamentals of A/B testing
• A/B testing case studies, A/B testing software / tools
• Live website critique: overview of 5 websites and optimizing for conversions
• Conversion tracking on Google Analytics and AdWords
• Google Analytics:How goals work in Google Analytics
• Setting up goals in Google Analytics using URL triggers
• Setting up goals in Google Analytics using code, Linking AdWords to Google Analytics
• Setting up conversion tracking on Google AdWords
• Analyzing AdWords campaigns in Google Analytics

Day 2: Advanced Search Engine Marketing (SEM)

• Advanced keywords optimizations, how to make the most out of the keyword planner
• Using the opportunities tab, using ad extensions
• Setting up dynamic search ads, using advanced ad targeting criteria
• Using advanced bid optimizations
• Advanced social media advertising techniques
• How to use custom audiences on Facebook and

Instagram?

• How to create a lookalike audience on Facebook

and Instagram?

• Using pixels to track conversions
• Generating advanced and custom reports on

the Ad Manager

• How to setup native landing pages on Facebook

and generate leads 

• Advanced video marketing techniques on Facebook

and Instagram

• Advertising natively on Instagram
• Advanced display and retargeting techniques
• Introduction to programmatic advertising,

remarketing (Retargeting)

• Advanced features in Google Display,

Introduction to Ad Roll

• How to setup an advanced retargeting

campaign

• How to setup an advanced prospecting campaign

 & Ad Roll reports

Day 3: Advanced Search Engine Optimization (SEO

 techniques

• Setting up and using the Google Search Console
• Key SEO tags that make or break your organic rankings
• Useful SEO diagnostic tools, how to conduct a keyword research
• Conducting on-page SEO, Conducting off-page SEO
• Content marketing for SEO purposes
• Influencers and affiliate marketing
• General definitions, The benefits of influencers marketing
• Techniques for successful influencers marketing
• Key influencers marketing campaigns that worked
• Introduction to affiliate marketing, The benefits of affiliate marketing
• The dos and don’ts of affiliate marketing, affiliate marketing

campaigns that worked

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teachings/learning methods.